Branding , packaging, labelling.

PRESENTED BY – NAVEEN SHARMA

ROLL NO – 16105040

GURU JAMBESHWAR UNIVERSITY

Branding

Branding is a practice of giving a specified name to a product or group of product of one seller.

Branding is the process of finding and fixing the means of identification.

Example – Rado watch.

Definition of Branding

In the words of PHILIP KOTLER – A brand is defined as a "name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product“.

Why Brand ?

A brand name helps an organisation differentiate itself from its competitors.

In today's competitive world customers expect products to have brand.

Some people will only purchase a particular brand even though there are acceptable alternatives on the market.

Example – Apple Inc.

Brand Equity

Brand equity refers to the value of a brand. Brand equity does not develop instantaneously.

A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand.

Nike, Adidas have high brand equity. These brands command high awareness and consumer loyalty.

Major Assets Of Brand Equity :

Brand awareness

Perceived quality

Brand loyality

Brand personality

Branding Strategies:

1. Line extension:

This is where an organisation adds to its current product line by introducing versions of its products with new features, an example could be a crisp/chips manufacturer extending its line by adding more exotic flavours.

2. Brand extension

If your current brand name is successful, you may use the brand name to extend into new business areas.

For example Virgin Group extending its brand from records, airlines, mobiles and banking.

3. Multi Branding

The company decides to introduce more brands into an existing category.

Procter & Gamble (P&G) – Is an American consumer goods company, that sells 23 different brands. For example-Tide, Pampers, Gillette, Ace, Head & Shoulders, etc.

4. New Brands

An organisation may decide to launch a new brand into a market. A new brand may be used to compete with existing rivals and may be marketed as something ‘new and fresh’.

Branding Decisions

Strategies adopted by the marketer while

branding a product :

Individual names

Blanket family names

Separate family names for all products

Company trade name combined with individual product names

Packaging

Packaging includes the activities of designing and producing the container of the product .

Packaging can be defined as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean.

Packaging is the outer wrapping of a product.

Types Of Packaging

1. Transport packing : The product entering in to the trade need to be packed well enough to protect against loss damage during handling, transport and storage.

Example: fiberboard, wooden crate etc.

2. Consumer Packing : This packaging holds the required volume of the product for ultimate consumption and is more relevant in marketing.

Example: beverages, tobacco etc

Purpose Of Packaging

1. Product protection

2. Product attractiveness

3. Product identification

4. Product convenience

Packaging Strategies:

1. Packaging the product line

2. Multiple packaging

3. Changing the package

Labelling

Label is a part of product , which carries verbal information about the product pr seller. It may be a small slip or printed statement.

The seller must label the products.

The label might carry only the brand name or a great deal of information.

Type Of Labelling :

1. Brand label

2. Descriptive label

3. Grade label

Brand Label

Descriptive Label

Grade Label

Functions Of Labelling:

It enables the producer to give a clear instruction about the users of a product.

Price variation caused by middleman are avoided because of price is maintained and printed.

It encourages producer to make only standard products .

Buyers can easily identify the product.